WTF is hCPM?

WTF is h-CPM?

h-CPM is the true cost you're paying to reach 1,000 users minus impressions served to bots. Every website has bots, and "industry leading" bot/fraud detection often misses these because they only sample a small percentage of the ad impressions that were served. With your ad budget at stake, we don't think that's OK. That's why we measure 100% of impressions we serve using FouAnalytics to ensure your ads are reaching humans. We're long-time advocates for Dr. Augustine Fou's work and have used FouAnalytics across multiple DSPs to fine tune our media buys and prioritize the highest quality platforms. Aside from in-ad measurement tags, we provide our partners with on-site tags, creating a feedback loop that allows us to also inform you of any bot traffic you're receiving from other sources that hit your website. The reports we generate from FouAnalytics are a primary tool in our optimization process and something we are happy to share with all of our advertisers.

‍

Why is it important?

Because your business, your goals and your budget is important. Often times, advertisers can get too caught up in vanity metrics, low CPMs, and low CPAs. Bots are sophisticated...they click ads, they navigate your website, they enter your retargeting pools to game attribution - all of these should be major concerns to you. Dr. Fou's tech works at the bidstream level which means it can help ensure we're serving ads to a real human and that the domain where the ad will actually be placed matches the domain being declared in the request. This all happens before the bidder even runs.

‍

“When they report 1% IVT to you, they are not reporting any IVT on the 90% of ad impressions they didn't analyze.”